As per my understanding, the profiling based on region and qualification was quoted as an example for the audience. I think profiling based on religion was not discussed in the talk. In the big picture, I could see that there were two cases: One where the user gives a query and he /she is shown the results and left and the other is this where the user's are given results based on some unknown metrics or his behavior on the web previously. As per the example given by Sandeep, showing "Real Madrid" as search result if Rafael Nadal searches football as he belongs to Spain is good and in fact makes sense. The discussion would be much better if Sandeep can add on something to make things more clear.